Support Economy & Arts:
Foster a diverse, and resilient economy and build capacity in the arts and cultural sector by delivering a contemporary cultural event that showcases Newcastle as a creative hub.
Engagement Goal:
Drive awareness of a young and still largely unknown festival and spur action of attending free and ticketed events, including a separate multicultural festival.
Our Collaborative Approach:
Innovative Media Strategy:
Created a digital first, data-led strategy across video, audio, display and social, supported by OOH and partner content, contributing to New Annual’s key goals: driving brand awareness, excitement around the festival, and boosted ticket sales.
Hyperlocal Targeting:
By leveraging hyperlocal targeting, our media was able to reach a local and regional audience minimising media wastage. This was achieved by utilising the equivalent of traditional channels in digital media and OOH.
Partnership Success:
Multicultural Festival Success
Managed a separate budget and campaign supporting a free community multicultural festival, Global Gathering, which saw 73% first-time attendees, demonstrating the effectiveness of this consideration campaign.
Creative Optimisations = Increased Conversions
Advised and implemented creative optimisations which led to a 63% more efficient cost per purchase and 29% increase in conversions.
Delivered Impact:
Increased Ticket Capacity Sold:
Helped achieve a 7% increase in capacity YoY for commissioned ticketed events.
Early Bird Sales Surpassed Goal:
Surpassed objectives of increasing tickets sold during the early bird period by 9%, not only generating early excitement but securing preliminary capacity for key events and festival gross income.
